Challenge
In a competitive category, our challenge is to keep Lactalis UK & Ireland, its key spokespeople and brands, including Galbani, President, Seriously and Leerdamer, highly visible in the trade press.
In a competitive category, our challenge is to keep Lactalis UK & Ireland, its key spokespeople and brands, including Galbani, President, Seriously and Leerdamer, highly visible in the trade press.
We implement a targeted year-round trade media relations campaign that reinforces Lactalis UK Ireland’s position as a leader and innovator in the dairy category. In 2021, the campaign successfully secured a significant share of voice in key dairy and ‘occasion’ trade features, kept the brands front of mind through a steady stream of brand and product news, as well as raised the profile of the business through thought leadership pieces, expert commentary and awards. All while reinforcing Lactalis’ knowledge and expertise in the category.
Our work with the Lactalis team extends to create brand photography including product, recipes and packaging, and support across the external comms function including LinkedIn and crisis communications.
A targeted approach delivered millions of opportunities for retailers to see and hear about Lactalis UK & Ireland in 2021:
Key highlights included: